Why some do some business owners have challenges whilst having sales conversations? Here are a few possible explanations of the challenges people face and how they can overcome those struggles.

Lack of Training

Some business owners may not have received training in sales or may not have confidence in selling their products or services. They need to overcome the will to “sell the product”.

Instead they need to “understand the client need” and “sell the benefit to the client”. This will lead to building better relationships with the client and achieving more successful sales conversations.

Fear of Rejection

Sales conversations can be difficult because they often involve the possibility of rejection. That fear can lead to procrastination which in turn makes them hesitant to contact potential clients and engage in sales conversations.

In reality, you will get “no’s” when selling. Not everyone is going to need or want your products and services and as a result you need to accept this as fact. However, with good practice, good prospecting, good conversational skills etc. you can reduce the number of “no’s” you get.

Inability to articulate value

Effective sales conversations require the ability to clearly articulate the value that a product or service can provide to the customer. If you’re is unable to do this, you will struggle to convince potential customers to make a purchase.

In the sales world we call this the “Value Proposition”. If you understand your potential client, it enables you to clearly explain the value they will get in using your products and services.

Misaligned goals

Sometimes, business owners may be more focused on their own goals (such as meeting targets or earning commission) than on the needs and desires of their customers. As a result people may come across as insincere or just pushing for the deal. If you are too heavily focussed on your own targets you may give off the perception of insincerity which can make it difficult to have genuine, productive sales conversations.

Don’t be seen as a “1980s style double glazing sales person!” Avoid being pushy – be proactive, be helpful, make your conversations about the client.

Lack of Rapport building

Successful sales conversations often require building rapport and establishing a relationship with the customer. Some business owners may struggle with this aspect of sales, either because they lack the necessary social skills or because they are uncomfortable with the idea of building a relationship with a customer.

The easiest way to build rapport with a customer is find some common ground with them. A successful sales person understands that making a sale is more about building a relationship with that prospect, than just giving a sales pitch.

As you can see from this article, the key expressions here are understanding your client needs, building a relationship, providing them with a solution and the benefits to those solutions. If you can master these skills you will have far more successful sales conversations. It’s something we cover in depth during the Peer Power Programme.